| An experiment was conducted to investigate the interaction between consumers’ past eating behaviors, risk perceptions and future information processing procedure. In the study, participants were required to choose whether or not to eat chicken that was potentially be tainted with Avian Influenza (AI). Results showed that people decreased the consumption when facing ambiguous signals regarding the food quality, but would not cease to eat altogether. Due to a taste of consistency, participants updated their risk perceptions and judgments based on their eating behaviors. The more chicken individuals ate the more favorably they tended to rate the food, suggesting confirmatory bias. Even though consumers with previous experience could pick up signals faster,... |
